Question 1

Spending, household income, birthrate and aging are among the types of information available so advertisers can better target their messages.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following aid in finding prime prospects?

Accepted Answer

A) advertising media 
B) product value analysis 
C) SWOT 
D) census data 
E) market share analysis 
A) advertising media 
B) product value analysis 
C) SWOT 
D) census data 
E) market share analysis

Question 3

Women account for nearly half the workforce and 51 percent of management positions in the United States.

Accepted Answer

A) True 
 B)False

Question 4

Discuss the role of heavy users in target marketing.

Accepted Answer

Heavy users play a crucial role in targe

Question 5

A ________ is a bundle of integrated ingredients offered for sale as something useful and satisfying to a consumer.

Accepted Answer

The answer of A ________ is a bundle of integrated...

Question 6

Which characteristic below does NOT pertain to the Hispanic population in the United States?

Accepted Answer

A) second largest minority segment 
B) about 16 percent of the population 
C) Purchasing power was $870 billion in 2008. 
D) fastest-growing ethnic minority 
E) largest minority segment 
A) second largest minority segment 
B) about 16 percent of the population 
C) Purchasing power was $870 billion in 2008. 
D) fastest-growing ethnic minority 
E) largest minority segment

Question 7

Characteristics that apply to 18-to 34-year-old men include:

Accepted Answer

A) were in front of their television sets more than other groups. 
B) have relatively high disposable incomes. 
C) have relatively high discretionary income. 
D) have been courted more aggressively by businesses than women. 
E) have formed brand loyalties. 
A) were in front of their television sets more than other groups. 
B) have relatively high disposable incomes. 
C) have relatively high discretionary income. 
D) have been courted more aggressively by businesses than women. 
E) have formed brand loyalties.

Question 8

Which of the following is NOT one of the top five cities where African Americans live?

Accepted Answer

A) Detroit 
B) San Francisco 
C) New York 
D) Philadelphia 
E) Houston 
A) Detroit 
B) San Francisco 
C) New York 
D) Philadelphia 
E) Houston

Question 9

Discuss the challenges and opportunities for companies planning to market to women.

Accepted Answer

Marketing to women presents both challen

Question 10

Although extremely helpful, ________ cannot replace market testing as the ultimate guide to successful advertising and marketing.

Accepted Answer

psychograp

Question 11

The essential difference in strategic planning under the new marketing concept is:

Accepted Answer

A) market segmentation. 
B) target marketing. 
C) positioning. 
D) customer value. 
E) making the sale. 
A) market segmentation. 
B) target marketing. 
C) positioning. 
D) customer value. 
E) making the sale.

Question 12

Baby Boomers share which of the following characteristics?

Accepted Answer

A) value self-sacrifice 
B) lack sophistication 
C) are self-assured 
D) are less educated than other generations 
E) prefer not to change the world 
A) value self-sacrifice 
B) lack sophistication 
C) are self-assured 
D) are less educated than other generations 
E) prefer not to change the world

Question 13

In a discussion of heavy users, which of the following is false?

Accepted Answer

A) are actually more important than commonly thought 
B) sometimes referred to as the 20/80 rule 
C) sometimes referred to as the 80/20 rule 
D) Exact percentages vary with the product and product category. 
E) identified by who they are, when they buy, and where they are 
A) are actually more important than commonly thought 
B) sometimes referred to as the 20/80 rule 
C) sometimes referred to as the 80/20 rule 
D) Exact percentages vary with the product and product category. 
E) identified by who they are, when they buy, and where they are

Question 14

Projections for 2030 indicate that ________ will have the highest population.

Accepted Answer

A) Texas 
B) California 
C) Illinois 
D) New York 
E) Pennsylvania 
A) Texas 
B) California 
C) Illinois 
D) New York 
E) Pennsylvania

Question 15

Today, "if it plays in Albany, NY, it will play anywhere" is better test marketing advice for marketers who used to say that about Peoria.

Accepted Answer

A) True 
 B)False

Question 16

In a discussion of psychographics, which of the following is false?

Accepted Answer

A) is an attempt to explain the significance of differences in demographics 
B) sharpens the search for prospects beyond demographic data 
C) reveals only a skeleton and not a person 
D) challenges good copywriters to appeal to the interests of a specific segment's lifestyle 
E) reveals the soul of a person 
A) is an attempt to explain the significance of differences in demographics 
B) sharpens the search for prospects beyond demographic data 
C) reveals only a skeleton and not a person 
D) challenges good copywriters to appeal to the interests of a specific segment's lifestyle 
E) reveals the soul of a person

Question 17

According to U.S. Census data projections, by the year 2030, 70 percent of the growth in the United States will occur in:

Accepted Answer

A) the South and West. 
B) the South. 
C) the Pacific Northwest. 
D) the West. 
E) the Mid-West and Mid-Atlantic. 
A) the South and West. 
B) the South. 
C) the Pacific Northwest. 
D) the West. 
E) the Mid-West and Mid-Atlantic.

Question 18

Based on ancestry, the largest ancestral group in the United States claims to have ________ roots.

Accepted Answer

A) English 
B) Irish 
C) German 
D) Latin American 
E) Spanish 
A) English 
B) Irish 
C) German 
D) Latin American 
E) Spanish

Question 19

Segmenting that grouped people who had similar demographics and lifestyles into neighborhood clusters:

Accepted Answer

A) began in the 1970s with PRIZM. 
B) was first used by SRI through its VALS approach. 
C) is a recent phenomenon. 
D) was pioneered by Yankelovich Partners, Inc. in the past five years. 
E) has been proven ineffective. 
A) began in the 1970s with PRIZM. 
B) was first used by SRI through its VALS approach. 
C) is a recent phenomenon. 
D) was pioneered by Yankelovich Partners, Inc. in the past five years. 
E) has been proven ineffective.

Question 20

Under the old marketing concept, marketing people as well as top-level management were committed to:

Accepted Answer

A) having a customer orientation. 
B) analyzing and using the best in market intelligence. 
C) making the sale for the sale's sake. 
D) delivering customer-defined quality. 
E) building long-term relationships. 
A) having a customer orientation. 
B) analyzing and using the best in market intelligence. 
C) making the sale for the sale's sake. 
D) delivering customer-defined quality. 
E) building long-term relationships.

Exam 4: Target Marketing

Spending, household income, birthrate and aging are among the types of information available so advertisers can better target their messages.

Which of the following aid in finding prime prospects?

Women account for nearly half the workforce and 51 percent of management positions in the United States.

Discuss the role of heavy users in target marketing.

A ________ is a bundle of integrated ingredients offered for sale as something useful and satisfying to a consumer.

Which characteristic below does NOT pertain to the Hispanic population in the United States?

Characteristics that apply to 18-to 34-year-old men include:

Which of the following is NOT one of the top five cities where African Americans live?

Discuss the challenges and opportunities for companies planning to market to women.

Although extremely helpful, ________ cannot replace market testing as the ultimate guide to successful advertising and marketing.

The essential difference in strategic planning under the new marketing concept is:

Baby Boomers share which of the following characteristics?

In a discussion of heavy users, which of the following is false?

Projections for 2030 indicate that ________ will have the highest population.

Today, "if it plays in Albany, NY, it will play anywhere" is better test marketing advice for marketers who used to say that about Peoria.

In a discussion of psychographics, which of the following is false?

According to U.S. Census data projections, by the year 2030, 70 percent of the growth in the United States will occur in:

Based on ancestry, the largest ancestral group in the United States claims to have ________ roots.

Segmenting that grouped people who had similar demographics and lifestyles into neighborhood clusters:

Under the old marketing concept, marketing people as well as top-level management were committed to:

Background of Todays Advertising

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